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Radio still trumps YouTube for new music


Almost two-thirds of people say they turn to radio to listen to new music, rather than YouTube, Spotify or other streaming sites.

Despite having more than one billion unique users each month, almost two-thirds of music fanatics say they still turn to the radio over YouTube to listen to new music.

A recent Atomik Research study revealed 63% of 1,282 respondents chose to tune into the radio to hear the latest releases, shunning the proliferation of new music platforms. Only 22% of respondents said they would go to YouTube to listen to new tracks and less than 10% (8.98%) said they would use Spotify or other similar streaming sites.

Interestingly, TV channels are still a popular means for keeping up-to-date with the latest releases. Almost 20% (19.26%) said they would turn to the television-arms of music stations for chart songs, although many firms are looking to develop omnipresence across several channels.

Social media platforms are becoming an increasingly popular means of sharing new music. Just over 5% of respondents said they would take to social channels to get their music fix, suggesting social isn’t the first port of call for new tunes but is becoming increasingly influential in the music mix. Facebook recently revealed that 110 million songs, albums, and radio stations have been played 40 billion times via apps integrated with the social media giant.

But despite the surge in new media platforms, it seems there’s no beating the radio waves when it comes to the latest releases. Of the 1,282 surveyed by Atomik Research, 62.77% said they would tune in to their favorite broadcast channels to hear new music, far more than social media or online streaming sites.

Research by Rajar found 48.3 million adults, or 91% of the adult (15+) UK population, tuned in to their selected radio stations in the second Quarter of 2013. This is up by approximately 1.5 million adults on the same quarter of the previous year (Q2, 2012), amounting to some 1.03 billion listening hours.

Despite speculation that new media is confronting traditional platforms such as TV and radio, it would seem the channels are actually working in juxtaposition. Radio – traditionally relied on for breaking news and airing the most current music – is still relied upon by the lion’s share of the public to do so, whereas social and online platforms are used for separate tasks.

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